Ufdcimages.uflib.ufl.edu



#TeamUpLibWestCommunications Plan for Librarian VideosTable of contents: Central Theme………………………………………………..………………………………. pg. 3Key Messages……………………………………………………………………………........pg. 3Target Audiences……………………………………………………………………..…....pgs. 3-4SWOT Analysis……………………………………………………………………………….pg. 5Goals…………………………………………………………………………………………..pg. 5Objectives…………………………………………………………………………………......pg. 6Tactics………………………………………………………………………………….....pgs. 6-11Measurements…………………………………………………………………….…..…pgs. 11-12Conclusion…………………………………………………………………………….....…..pg. 12Central Theme: The central theme of this campaign is to raise student awareness about Library West’s subject specialists and what resources they provide. Additionally, this campaign should increase the number of students visiting their librarian specialists and seeking assistance on their school projects. ?Key Messages: Library West offers UF students more than just books and study space. In addition to the quiet environment and online collections, the library also provides students with subject specialists to help guide them with any project or paper. Librarian specialists have a vast amount of knowledge about their subjects, and can help students locate and streamline their research process. Contrary to popular belief, librarian specialists are friendly and approachable and can provide services that can greatly benefit the students in their liaison departments. At the end of this #TeamUpLibWest campaign, audiences will be able to identify each of Library West’s subject specialists and know how to contact them. Target Audiences: The primary audience is the undergraduate and graduate students at the University of Florida. Demographic: This demographic includes males and females ages 18-35. The demographics will widely range due to students attending UF from many different areas. Geographic: As stated previously, students are from many different locations. The Pace Program and online graduate programs are also generating more location diversity because students can take these classes from anywhere they please. However, the focus of this campaign will be in Gainesville, Florida because Library West and campus are located here. Psychographic: The majority of undergraduate and graduate students at UF are millennials. In a broad sense, millennials enjoy learning about news in a brief and captivating way. Knowing this, we have tailored the librarian specialist videos to be concise, informative, yet still entertaining. ?The secondary audience includes department heads, professors and other faculty members who have the opportunity to inform students about the resources available on campus. Demographic: The demographic of the secondary audience also ranges widely. The majority of the faculty is men and women ages 35-70. Geographic: Similar to undergraduate and graduate students, faculty and professors are from many different locations. However, the majority are currently living in Gainesville in order to teach their classes. Psychographic: ?Faculty are interested in helping students succeed in their academics. Because they value assisting students, they will feel more willing to share the videos with their classes. Brief SWOT Analysis: STRENGTHSLibrary West’s mission is strong and beneficial to students Videos provide a clear solution and call to action Visiting a librarian is a free service The videos are fun and engagingOPPORTUNITIESOpportunity to increase awareness about the librarians and the resourcesGain action: more students will visit their subject specialistThe #TeamUpLibWest campaign will change the way students think about librariansWEAKNESSESStudents are unaware of all the resources Library West offersLibrary has a limited social media presence THREATSThe videos could get lost in student’s social media feeds. The misconception about librarians deters students from making an appt. Students think they can research on their own (lack of awareness and acceptance)Goals: - Increase awareness about subject specialists - Establish a positive attitude toward librarians in order for students to feel more comfortable meeting with them one-on-one- Increase the number of students visiting their subject specialistObjectives: To increase awareness about the librarians and the resources they offer by 35 percent before the end of the campaign. To increase mentions of Library West on social media platforms by 15 percent by the end of the campaign. To increase the number of students making appointments with subject specialists by 45 percent. Tactics: YouTube: Add each of the librarian's videos to the YouTube account. Examples of wording in the description box: Example 1: Meet April Hines, the journalism and mass communications librarian at UF. What can you learn about her in under two minutes? Want to know more about how she can help you? Email her at aprhine@uflib.ufl.edu to set up an appointment or visit her during her office hours at the PATH office in the Weimer Hall. Example 2: Trying to start your own business? Writing a research paper? Need help with analytics? Peter McKay has got you covered. To set up an appointment with Peter, email him at pzmckay@uflib.ufl.edu. Example 3: Get to know Stephanie Birch, the African American studies librarian, here at Library West. Email Stephanie at?stephanie.birch@ufl.edu to have a great laugh and learn more about the resources available to you. Example 4: He was a brakeman on freight trains. He was previously a cab driver. He also used to be a professor. See what else David Schweider can do by emailing him at dschweider@uflib.ufl.edu. Example 5: Favorite TV show? How many times do you hit snooze? Favorite spot on campus? See if Richard Freeman, the anthropology subject specialist, can quickly answer questions and hold up under pressure.??????To learn more about how to get started with your research, contact Richardat??richardfreeman@ufl.edu. To update and modernize the “UFlibraries” YouTube page, change the channel’s cover photo to something more friendly and inviting. Also include Library West’s social media links to Twitter and Facebook in each description boxExample from NYU:FacebookOn the Library West Facebook page, update “about” section to include “Also follow us on Twitter and YouTube.” (Embed link into words) Also, under “subject specialist” section add link to YouTube videos of specialists Post one librarian specialist video on Class of 2018, 2019, 2020, 2021 pages with more information about how to contact their own specialist. On the main Facebook page, share one initial post introducing the librarians together. Example first post: Did you know each college on the University of Florida campus has their own librarian specialist to help students with their research? ?Get to know your librarian specialist and set up an appointment today to learn more about how they can help you. *Insert link to contact information and YouTube*Every two or three weeks, post one of the librarian’s videos to prevent from overcrowding students’ feeds. TwitterPost no more than six of the librarian specialist videos on Twitter (Select the ones with the most personality) Tag @UF in order to heighten the chances that they retweet the videosInclude #TeamUpLibWest in posts to help with analytics Possible Twitter contest: Students who share their librarian’s video can be entered in a raffle for the chance to win a study booth for a semester. Have librarians also post videos on their social media channels. In order to not bombard students with videos, sporadically post funny memes about librarians.Examples: WebsiteInclude specialist’s YouTube link on their individual profile pages on the library’s website. For example, it would include a YouTube logo under “Social” with a link connecting students to her video.Email OutreachDistribute the videos to each of the college’s department heads or deans to have professor’s share with their classes. Have the emails personalized by each librarian (brief introduction of themselves)Attach the librarian’s “trading card” Emphasize that these videos should be shared during the first class and also have them forward the email to their students Also, distribute this information to advising offices within the colleges ?Contact coordinator for First Year Florida, The Good Life and Warrington Welcome to encourage them to include the videos and information about the librarians in their class. Partner with Student Government to increase awareness about the videos through social mediaPossible: email Housing Department to have RA’s distribute the information to their floors Other MediaRaise more awareness by having media placements in local newsletters and papersThe Alligator: A story written about the new #TeamUpLibWest campaign The Gator Times: Have a brief paragraph on the email about the new campaign and a link to the videos on YouTube. UF News (online): Have a story written about the new videos, particularly highlighting certain librarians who have interesting stories to shareEvents:Contact IRA to find out Week of Welcome events. If there is an academic event, find a way to have the librarians’ trading cards and other information regarding subject specialists available for students TBD due to lack of available fall events calendars Measurements: Use Twitter, Facebook and YouTube Analytics to measure the number of likes, views, shares and retweets that the videos receive. If possible, we will evaluate awareness by tracking the amount of visitors that access the?librarian specialist pages on the website. Conduct a pre-test/post-test survey using students studying in the library. We have already conducted the pre-test portion when April asked students about their knowledge about the librarians earlier in the year. The post-test portion will be conducted when the campaign has concluded. ?We will compare the results to see if awareness increased. The number of students that visit their librarian specialist can determine the evaluation of action objectives. Librarians should create a monthly report where the librarians calculate how many students they had appointments with each month. ?(Possibility: Use Google sheet where librarians can gradually update) Create a survey that can be sent to students after they visit a subject specialist. This will help you discover where students are hearing most about the librarians. Additionally, if students provide notable quotes about their visit, Library West can use them for future projects. Conclusion:By strategically distributing these videos, Library West can strengthen its relationship with UF students and increase the number of students visiting their subject specialist. ................
................

In order to avoid copyright disputes, this page is only a partial summary.

Google Online Preview   Download